Co-creating customer experiences in service ecosystems: a study in a tourist destination

IF 3.8 4区管理学 Q2 BUSINESS Journal of Services Marketing Pub Date : 2024-01-30 DOI:10.1108/jsm-09-2023-0334

Diego Monferrer Tirado, M. A. Moliner Tena, Marta Estrada

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Abstract

Purpose This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination. Design/methodology/approach A questionnaire was designed based on previously validated scales. The questionnaire was distributed through the social media platforms Facebook and Instagram. The survey yielded 1,476 valid responses for three types of destinations. Structural equation modeling and multigroup analysis were performed to test the hypotheses. Findings Aggregate service experience and memorable customer experience (MCE) in service ecosystems are determined by customer experiences at a dyadic level. Service experience at the ecosystem level is formed from ordinary experiences at the actor level, while MCE is formed from extraordinary experiences at the dyadic level. The type of ecosystem moderates the relationships between the variables but does not alter the importance of each of them. Originality/value The relationship between the co-creation of customer experiences at different levels of service ecosystems (dyadic vs aggregate) is addressed. A relationship is established between the ordinary and extraordinary character of experiences and their memorability at the ecosystem level.

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在服务生态系统中共同创造客户体验：一项旅游目的地研究

设计/方法/途径根据先前验证过的量表设计了一份调查问卷。问卷通过社交媒体平台 Facebook 和 Instagram 发布。该调查针对三种类型的目的地，共收到 1,476 份有效答卷。研究结果服务生态系统中的总体服务体验和难忘顾客体验（MCE）是由顾客在二元层面的体验决定的。生态系统层面的服务体验是由行为者层面的普通体验形成的，而难忘顾客体验则是由二元层面的非凡体验形成的。生态系统的类型会调节变量之间的关系，但不会改变每个变量的重要性。原创性/价值探讨了在服务生态系统的不同层面（二元层面与综合层面）共同创造客户体验之间的关系。在生态系统层面上，建立了体验的普通性和非凡性与其可记忆性之间的关系。

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来源期刊

Journal of Services Marketing BUSINESS-

CiteScore

7.80

自引率

20.50%

发文量

期刊介绍： ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.